Traditional top-down business models based on knowledge dominance and mass-market approaches are under pressure from more open, collaborative models that directly and continuously involve customers. In a fast-moving global economy where customers are more digitally connected, informed and empowered than ever before, the co-creation model works best for organisational success, according to the new book, The Seven Principles of Complete Co-Creation.
Authors Stefanie Jansen and Maarten Pieters are co-founders of TheCreators, a consultancy specialising in co-creation. Stefanie was earlier at market research firm IPM KidWise, and Maarten is Head of Co-Creation and People Insight for the Design and User Experience Department at Philips Lighting.
